Environmental Claims in Holiday Marketing: What the Rules Require and What to Ask

Environmental claims are everywhere in holiday marketing, and not all of them can be checked. Since April 2025 the Competition and Markets Authority (CMA) can fine a business directly for misleading ones, and the Advertising Standards Authority (ASA) has already banned adverts from several travel companies. This page sets out what the rules require, what the rulings say, and how I handle claims in my own work.

What the rules require

The CMA published its Green Claims Code in September 2021. It sets six principles. A claim must be truthful and accurate, clear and unambiguous, and must not leave out or hide important information. Any comparison must be fair and meaningful. The claim must consider the full life cycle of the product or service, and it must be backed by evidence.

The Digital Markets, Competition and Consumers Act gave the CMA direct enforcement powers from 6 April 2025. It can now fine companies up to 10% of global turnover, without going to court first.

What the ASA has ruled on travel

The rulings show how the principles apply to holidays.

In May 2023 the ASA banned an Intrepid Travel poster carrying a broad environmental claim about its tours. The ASA found that the company had not accounted for the emissions from the flights travellers take to reach the tour, so the claim could not be supported.

In July 2024 the ASA ruled against Hurtigruten Expeditions over its environmental claim for its expeditions. It decided that consumers would read the claim as covering the whole holiday, flights included, and the company's work on its ships did not cover the flights.

On 3 September 2025 the ASA banned adverts from four travel companies. Two made absolute claims about the environmental impact of cruises. The other two did not explain what their claims were based on. One of them, from Barrhead Travel, gave no evidence at all for its environmental claim. In September 2026 the ASA banned adverts from Thomas Cook, loveholidays and DialAFlight that described hotels and resorts with an environmental label without saying what it was based on. It found that consumers would read such wording as a claim even where it was part of the hotel’s name, and told the advertisers to make the basis clear.

What to ask a supplier

A claim is only useful if it tells you exactly what it covers. I put these questions to operators and hotels, and you can put them to anyone selling you a holiday.

• What does the claim cover: the hotel, the tour, or the whole trip including flights?
• What is the evidence, and can I see it in writing?
• If a certification is cited, who awards it, and can I check it with the certifier?
• Are there figures behind it, such as energy, water or waste, and what period do they cover?
• What does the claim leave out?

Vague words such as friendly, natural or responsible tell you nothing on their own. A specific claim, with a named standard or a measured result and a stated scope, can be checked. If a supplier cannot answer these questions, I treat the claim as unproven and do not repeat it.

How I handle claims

I make an environmental claim about a holiday only when I hold written evidence from the supplier and can say precisely what it covers. Where I do not have that, I say nothing.

Responsible Travel

When I plan a holiday, I ask operators for locally owned accommodation and local guides where the trip allows, and I follow my Animal Welfare Policy on wildlife experiences. Holidays that include flights include a £15 payment to Sustainable Travel International, a non-profit working to protect vulnerable destinations and the communities who live there. It is part of the holiday price, there is no opt-out, and I keep a record of each payment. The Traveller's Pledge and my full approach are on my Responsible Travel page.

Planning Your Holiday With Me

This is a personal service from start to finish. I plan the route and book every part of it, and if anything changes while you are travelling, you call me and I deal with it.

As a travel agent I have 30 years of adventure travel experience, and I have visited around 80 countries myself, so my advice comes from experience and not from a brochure.

There is a belief that travel agents cost more. Booking with me does not. Many suppliers charge the same price whether you book direct or through me, and others sell to the trade only, on contracts with competitive pricing. Either way you pay no more for having me plan and book the trip, and your booking carries ABTA and ATOL protection where stated on your booking. You can read more in why book with me.

Call or WhatsApp 0117 452 1159 or email bridget@worldclassadventures.co.uk